Dens, N., & DePelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50–65.
Ul-Rehman, S., & Ibrahim, M. S. (2011). Integrated marketing communication and promotion. Researchers World, 2(4), 187–191. Not available in the library
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